Volume : VIII, Issue : I, January - 2019

BRAND PRECEPTION OF CUSTOMERS IN DECORATIVE PAINT INDUSTRY

Ganesh Kumar K, Dr. C. Jothi Baskara Mohan

Abstract :

India is the second largest paint market in Asia with an annual demand of over two million tonnes. The Indian paint industry has been growing constantly over the last decade. Growth has been consistent with the GDP growth rate and in some years even higher. Over the past few years, the Indian paint market has substantially grown and caught the attention of manyinternational players. Indian Paint industry has a total market size is US$1500million. The organized sector of the industry is 57 %, whereas, the 47 % unorganized sector has about 2500 ands. According to Indian Paint Association and AC Nielsen, the expected market is 54545 INR crs. by 2017–18 with a prediction of absolute dominance of decorative paint over the industrial market. Estimated market of 2012–13 was 26040 INR cr. (per capita consumption was 2.7 kg.) in which 71 % contributed by the decorative paints contributed by premium range (High & acrylic emulsions), Medium range (Enamel paints), distemper range (low end paints). Decorative paints are used by Indian consumers for their domestic decorations and incorporate a complex post purchase assessment often performed by them. Purchase of decorative paints happen during house construction, in festive season or pre marriage ceremony. In metro cities like chennai, dealers and interior designers often influence the purchase of decorative paint in the choice process of and/product.

Article: Download PDF    DOI : https://www.doi.org/10.36106/paripex  

Cite This Article:

BRAND PRECEPTION OF CUSTOMERS IN DECORATIVE PAINT INDUSTRY, Ganesh Kumar K, Dr.C.Jothi Baskara Mohan PARIPEX - INDIAN JOURNAL OF RESEARCH : Volume-8 | Issue-1 | January-2019

Number of Downloads : 194

References :